melbourne: incu store renewal

© incu

incu has shaken up its melbourne retail portfolio with a new retail space. well, sort of. in 2012 the sydney-based retailer opened a dedicated men's store to an existing women's boutique at the qv shopping precinct. and now, only three-and-a-half years on, the two have merged on the expanded premises of the aforementioned men's store. the joining of the two stores has gone hand in hand with a complete refurbishment, supervised by australian practice akin creative. at 330 sqm. [3,552 sq.ft.] it has become incu's largest store, and features an interior design that's inspired by the local landscape.

an expansive floor-to-ceiling glass façade allows in floods of daylight, and allows ample peeks of a sleek contemporary aesthetic, captured by locally sourced and australian made elements, handmade moroccan tiles, american oak veneers, and concrete flooring. matching furniture pieces have been crafted by local carpenter collective extraordinaire arteveneta. modern and uncluttered, it's a backdrop that most compatible with incu's curated range of contemporary men's and women's apparel items, acessories and shoes by various brands, such as acne studios, maison kitsuné, isabel marant, norse projects and paul smith. location: qv, albert coates lane, shop acl12 [cbd].

© incu